INNOVATIVE COMMUNICATION IN PUBLIC LISTENING BY POLITICAL PARTY IN DIGITAL ERA

Abstract

The process of public consultation by Thai political parties in the digital age goes beyond simply listening to the government's voice. It also involves disseminating information and building a political party's image to the public, integrating public opinion into the complete political process. This process utilizes modern social media to disseminate public policies and provide a forum for real-time interaction, fostering real-time participation, and providing a feedback system for direct feedback. Furthermore, it facilitates the management of political parties' and public communication systems through six key processes: 1) Public consultation on draft legislation and public policies, 2) Monitoring and reflecting on the implementation of laws, 3) Using innovative communication methods to scrutinize and debate the government, 4) Presenting information to support questions or inquiries of the executive branch, 5) Incorporating public opinion into the work of committees, and 6) Communicating the results to the public in a transparent and accessible manner. This article presents guidelines, strategies, and mechanisms for managing the communication innovations of Thai political parties in the digital age, particularly in relation to public listening. Covers both the policy level and the operation of the party, as well as the model of public participation on digital media, to understand the direction of developing the political communication strategy of Thai political parties. This enables the use of digital technology as a tool to systematically expand the area of public participation. To be transparent and effective, it also aims to introduce the concept of integrating technology into the Party's structural mechanisms to enhance the credibility, transparency, and long-term sustainability of Thai democracy.